Fundamental Rights of the Individual Essay Example for Free

Major Rights of the Individual Essay The front line of American legislative issues was definitely shaken at the turn of the American Revolution as the monarchial request once forced on the Patriots had at long last crumpled. The execution of the Articles of Confederation into the states gave an incredible feeling of autonomy that had at no other time been experienced while under British guideline. The Articles of Confederation filled its need by propelling a political structure which restricted a monarchial framework and characterizing what that intended to the individuals. Regardless of the inalienable defects of the Articles of Confederation, this recently embraced administrative structure set up a statement of purpose of American legislative issues which despite everything exists in our administration today: the intensity of the basic privileges of the person. The states had increased genuine autonomy under this confguration and this perfect was something that numerous adversaries of the endorsement of the Constitution were declining to forfeit. Actualizing a focal government would move power from the recently sway of that expresses that had not been effortlessly gotten and this touched off a dread of conceivable oppression of the greater part if the Constitution was in the end endorsed. Submitting to a Constitution implied that they would need to put a feeling of trust into a solid focal government and this was not something messed with. Confronting a declining economy among different issues welcomed on by the Articles of Confederation, something must be done to cure the unexpected issues between the states. The two federalists and enemies of federalists incited an extraordinary discussion through the methods for various distributions discharged to people in general before the approval of the Constitution. In the Declaration of Independence, Thomas Jefferson affirmed that: all Men are made equivalent, that they are enriched by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the quest for Happiness. That to make sure about these rights, Governments are initiated among Men, getting their forces from the assent of the goverened (Dolbeare, 59). This vital proclamation turned into the core of the perfect that the rivals of the Constitution had dreaded losing. The rivals to the Constitution would not forgo this thought of keeping up the intensity of the person to make sure about rights that they saw as legitimately theirs after the oust of the British Crown. Because of the way that a significant number of the federalists held places of intensity, there was an immense sum in question for the adversaries to lose if the Articles of Confederation were to be re-imagined into a framework that may not accentuate states rights. The above section contains one of Jeffersons most cited, aggressive proclamations as its importance has developed through time and assumed an incredible job in molding what we presently call the American Dream. For example, today, society has the developed the implying that all individuals of this country are made equivalent and not Just the Caucasian, property claiming men. In this convention, hese rights purported by Thomas Jefferson are not Just dependent upon specific gatherings; rather, all individuals, who may have separate interests, in a general sense reserve the privilege to communicate and campaign for the support of intrigue. ajority as they spread out and characterize the balanced governance in inside the legislative framework that would be set up by the Constitution. For instance, the federalists plot that the proposed parts of the legislature would have capacity to urge each other. For example, the Supreme Court holds the ability to decipher the defendability of a law s et up by the central government, the president ould have the force veto a proposed bill from the council, and the assembly would have the option to abrogate the president with a two-third dominant part in every compartment. Setting these forces in opposition to each other would hold them under wraps and guarantee that the dominant part would not exclusively hold the incomparable force. In the Federalist No. 39, The Conformity of the Plan to Republican Principles, upholding for the reception of the Constitution, James Madison references the states of the enemies of the Constitution: They should, with equivalent consideration, to have saved the bureaucratic structure, which views the Union as an alliance of overeign states; rather than which, they have confined a national government, which sees the Union as a solidification of the States (Madison). Madison recognizes that the rivals will not let the plan of a national government to take an excess of intensity from the states. The rivals see the Constitution as changing the administrative type of government that the Articles of Confederation had been proposed for to national type of government, in this way making the residents of the states subject to that national force instead of just subordinates to their individual state. In any case, Madison expounds: That it will be a government and not a national demonstration, as these terms are comprehended by the dissidents; the demonstration of the individuals, as shaping such a significant number of free States, not as framing one total country, is evident from this single thought, that it is to result neither from the choice of a greater part of the individuals of the Union, nor from that of a dominant part of the States (Madison). In this section, Madison contends that the under the Constitution, the focal government will contain the two components. For example, if the states vote to proceed with the confirmation, this evil be a government demonstration, not an all-encompassing national demonstration of overbearing force. As of now, the states are viewed as sovereign bodies, and the confirmation would be an outcome from consistent consent from the states just as its own willful demonstration (Madison).

Promotional and Advertising Strategies Essay Example | Topics and Well Written Essays - 1750 words

Limited time and Advertising Strategies - Essay Example Organizations, along these lines, discover the need to publicize and advance their items. This is done to give data to purchasers, to build the interest of a specific item or even to make the item stand apart from those comparative ones from different organizations. Organizations will, subsequently, utilize various methods of notice and item advancement in an offer to get a bit of leeway over their rivals. Organizations have no alternative, however to utilize various modes so as to push out their opposition. These techniques are basically focused at the purchasers. Research has demonstrated that shoppers are receptive to these techniques and increment their utilization in all organizations. In this paper, we will dive in the worldwide market of TVs. We will likewise audit the two market pioneers in this classification, Samsung and Sony organizations. Sony has been the conventional hardware organization and has delighted in some imposing business model previously. Then again Samsung is moderately new and has determined procedures to fabricate its image. Since these two organizations produce comparative items as TV sets, they have comparable systems to advance their items. Both Sony and Samsung have huge interests in promoting done utilizing methods of ad, for example, print and electronic. TV and web are the most favored electronic modes since they have the largest reach. In print media, these organizations as a rule set up bulletins and purchase space on papers and magazines. Publicizing encourages the two organizations to dive into new markets, set up and hold their image and increment their deals in the market. Aside from publicizing, the two organizations typically utilize other limited time procedures. The limited time plans are obvious through blessings, coupons and other print outs to existing and potential buyers. By and large, these two organizations think of advancements where shoppers are guaranteed money prizes or much more items as an honor. With the goal for one to win such prizes, they will be

Visual Aids Help Tths Students Improve Their English Education Essay Free Essays

string(38) a few articles that partner with it. In Vietnam, English is viewed as the a large portion of import outside phonetic correspondence, which is educated as one of the central subjects in schools each piece great as in colleges and is other than utilized the most in imparting among other remote etymological interchanges. Fitting to the Longman vocabulary of semantic correspondence guidance and applied etymology, English is utilized as a remote etymological correspondence or a second phonetic correspondence to pass on with outsiders who talk the English semantic correspondence in non-English discourse creation states. The English guidance and obtaining at Thuong Tin High School is non extremely significant in footings of the students ‘ achievement. We will compose a custom article test on Visual Aids Help Tths Students Improve Their English Education Essay or then again any comparable subject just for you Request Now Especially, the enormous concern is for English jargon keeping. At the terminal of the main term 2009 †2010 just roughly 50 % of the students got a standard of 5 and 6, and simply 8 % got 7 or 8 and the rest of 3 or 4 in the English unwritten preliminary in the 2009 State First Term Examination. These figures have made the educators of English in TT High School feel stressed, they have to see the genuine activity cautiously and occur out the best strategies to better the situation quickly. This hapless achievement is non new however has gone on for mature ages, and at that spot have been numerous things done about it yet the situation has non improved. Understudies have been given overabundance exercises so they have more clasp to design their English, especially English discourse creation exercises, they have been helped a group with adjustment before each preliminary. They have even been furnished with decidedly ready hand-outs of the focuses on which they are heading out to be tried and determined what to larn to make the preliminaries great. In malevolence of what they have been educated and helped to remember, surprising things have still happened, students have non improved their achievement, and the way that most understudies were non extremely adroit in discourse creation and origin preliminaries which were appeared on the investigation of first term. To occur out which variables are of import in etymological correspondence procurement, it is important to hold a nearby articulation at cultural factors each piece great as a figure of mental elements of contrast. Perspectives and thought process, affirmation, insight, semantic correspondence inclination, and phonetic correspondence securing plans have other than been found to hold a result on etymological correspondence researchers ‘ achievement in their phonetic correspondence obtaining ( Gardner, 2001 ) . The examination undertaking took topographic point at Thuong Tin High School situated in Thuong Tin, a town around 30 kilometers from Ha Noi Capital and has been growing truly quick. The individuals have become more extravagant and a major figure of families have put cash in after school exercises and private mentoring for their children in English and different core points. On the off chance that students and researchers have a five star level of English, they will infer confidence to higher schools of larning and better-paid occupations. English is an of import and required subject at about each school in Vietnam. In this manner, regularly students need to larn English for in any event 7 mature ages, from grade 6 to rate 12. In numerous schools in metropoliss kids begin larning English in grade 3. There is even a propensity to larn English before straightforward school as their folks accept that the English phonetic correspondence is an utile contributing for their children ‘s from this point forward. Most occupations currently require the appliers to hold cognizance of English etymological correspondence at specific degrees. In spite of the fact that English is educated from class 3 in elementary schools, most secondary school understudies are difficult to peruse an English section smoothly, converse with one another in English as a discussion, tune in to a short introduction on broadcasting or create a note or even a passage of depiction in English great. The issue that why most TTHS understudies have still had low results on discourse creation and making preliminaries however they have been helped a cluster before preliminaries, and what potential arrangements could be found. The TTHS teachers have had a genuine treatment and arrived at resolution that most TTHS understudies have low English jargon keeping and this has extraordinary effect on their discourse creation and forming preliminaries. Understudies can non talk, tune in, peruse and make English on the off chance that they do non hold bounty essential English jargon. In any case, what we, educators, need to make to help our students better their English jargon. More things must be done to modify the situation to improve things, and the worries were completed, for example, ; rationale, strategies for guidance and procurement, condition of guidance and obtaining, stuffs and comprehensive of Visual Aids. The characterized answer for this issue was that Using Visual Aids to help s tudents better English jargon keeping, on the grounds that the educators accepted that there is no methods for larning jargon superior to seeing the existent things or outlined things. Most teachers of English concur that it is difficult for them to hold fruitful exercises on jargon or imparting without visual AIDSs and students will non be straightforward and design in the event that they do non hold certain visual AIDSs for each endeavor since understudies do non hold bounty important jargon to design. The goal of this examination is to discover using Ocular Aids helps TTHS understudies improve English jargon and the impacts that visual guidance plans have on the scholastic achievement of TTHS students. Research requests: How improve English jargon keeping? What impacts do visual guidance plans have on the scholastic achievement of TTHS understudies? Writing REVIEW Visual AIDSs Earthy colored ( 1973:1 ) stresses that using grouping of media, visual AIDSs, will build the opportunity that the students will larn more, hold better what they realize and better their open introduction of the achievements they are required to create. Moreover, Finocchiaro ( 1974:63 ) territories that the understudies will comprehend and hold better when they have been appeared or shown a few items that partner with it. You read Visual Aids Help Tths Students Improve Their English Education Essay in class Exposition models Instructive experts have recognized the way that students who battle in perusing appreciation since they may miss the capacity to grok words. Joseph ( 2006 ) acknowledged, â€Å" there are a few assaults to learning word-perusing achievements however not many coordinated orderly processs that encourage order, develop expert articulation and lead to keeping of achievements for battling perusers † ( p.803 ) . Understudies who battle in securing achievements need explicit interventions to build their understanding degree and word discernment. These interventions ought to be progressing and happen right off the bat in the securing strategy so as to facilitate the intellectual weight at the students ‘ current understanding degree and for the accompanying class degree. Utilizing visual AIDSs to uplift English jargon and jargon keeping is a plan that has been looked into and actualized into TTHS English classromms. With the use of visual AIDSs, for example, ; solid stuffs or delineated things, understudies could expand their English jargon keeping each piece great as they can set up on their jargon to better their discourse creation, forming, tuning in and perusing appreciation achievements. Joseph ( 2006 ) affirmed that understudies will in general be increasingly inspired and take to complete assignments and endeavors that contain a few focuses that are known to them and that seem to request lower level of endeavor since they feel sure about their capacity to complete such endeavors. Whenever executed acceptably, visual AIDSs, which are solid stuffs or outlined things, can do on-going deffernces in students ‘ capacity to peruse with confirmation autonomously and consistently. It is the consistence of jargon mediations that permits the battling understudies to see the jargon footings inside the understanding progress on the off chance that they are to spread out their perception of the j argon term. This can do the distinction in their capability of semantic correspondence procurement Dave ( 1975: 10-11 ) other than proposes a portion of the visual AIDSs as follows: Genuine articles and plays with various types, sizes and colourss are utile to draw understudies ‘ contribution. Genuine articles can be introduced to understudies by offices of field excursion or passing on the item to the class for direct perception. Writing slate or chalkboard are sure to be the most utile guidance AIDSs, utilized in the classification. They have the upside of providing purposes of going to for the class and they can be utilized for some plans. Pictures are flashed for a short moment, therfore, the pictures ought to be straightforward and huge adequacy to be seen obviously by each student in the classification. Divider outlines or divider pictures are huge archives with certain pictures and words, utile for demonstrating jargon to the classification. From the record above, non all of media can be applied in the schoolroom ; the educators need to pick the suitable media that straight identified with the procurement strategy. Jargon examinations ought to other than be utilized for a forerunner to quantify understudies ‘ perception. Johnston ( 1997 ) pointed that â€Å" as childen spend increasingly more clasp perusing and creation, numerous modus operandis and regular structures become programmed, getting speed and truly going through an alternate segment of the encephalon, done influencing witting endeavors † ( p 145 ) . This is an of import factor if understudies are to go autonomous of the schoolroom teacher. It is of import to expand p

Descriptive Essay on a Piece of Art

Descriptive Essay on a Piece of Art Very few paintings today are as popular as Leonardo da Vinci’s Mona Lisa. There may be very many painters today, some of whom may be more skilled than Leonardo; however, there is yet to be a painter who can express facial features on a piece of art as Leonardo did. For instance, Mona Lisa’s smile has been a subject of much debate, given the many articles that have been written to try and describe this smile. Leonardo’s other work of art, christened the Lady with Ermine, also presents facial features in an outstanding manner. An examination of the Mona Lisa in the present day reveals that the painting has indeed had better days. The original color of the painting appears faded and is almost gone and this is perhaps the reason why the original painting has been repainted at least three times. The painting does not appear to be clean and this can be observed in the greenish glaze on the painting. The repainting of the painting and the greenish glaze makes the painting somewhat different from what Leonardo originally painted. In a bid to understand the Mona Lisa, artists have continued to question the identity of Mona Lisa. The Mona Lisa has so far been associated with more than 10 different women and some professionals have even stated that she may have been a lover of Leonardo. Some artists have even proposed that the painting depicts a boy and not necessarily a woman as it so obviously appears to be. Some of the interesting descriptions of the painting are that it is Leonardo’s mother, Catherina, his daughter, or even his son. Some artists have even recently described the painting as a self-portrait. Despite its age and the confusion over who is depicted in the painting, the Mona Lisa is still regarded as one of the most popular paintings in the world of today. The painting has indeed stood the test of time and has been written about and reproduced more than any other painting in the world. The famous painting is currently being exhibited in the Louvre museum, Paris, in a temperature and humidity controlled box that has been embedded in concrete. The museum protects the painting using two sheets of bulletproof glass that have been triple laminated. Even with this high level of care and security accorded to the painting, the museum has placed a couple of guards next to the painting whose main job is to control the flow of the crowd. Given the high level of protection and care granted to the Mona Lisa painting, it is accurate to state that the authentic Mona Lisa is difficult to see. This is especially so because of the huge crowd of tourists who gather in front of this painting every day when the museum is open as well as the numerous flashes from the cameras of the tourists. More than nine million tourists flock the museum on an annual basis just to get a glimpse of the famous painting. Tips on writing a descriptive essay on a Piece of Art: Writing descriptive essays is like writing narrative essays, in the sense that both paint a picture for the reader to imagine. Therefore, you have to show your readers through words what you want to describe, not just tell about it. What you should tell the readers is what you are going to describe in your essay in the introductory paragraph, so that they are not confused. You can buy Art essay written from scratch by academic experts at AdvancedWriters.com custom essay writing service. Just fill in the order form with all paper details. 5.00 avg. rating (1 vote)

Multilingualism is the phenomenon of speaking - Free Essay Example

Sample details Pages: 3 Words: 1003 Downloads: 5 Date added: 2019/10/30 Category Education Essay Level High school Tags: Bilingual Education Essay Did you like this example? Multilingualism is the phenomenon of speaking and understanding more than one language. In the United States of America, the Act of Bilingual Education was adopted in 1968 providing federal funding to encourage local school districts to try approaches incorporating native-language instruction. Bilingual education has many advantages in lifeit provides better job opportunities, more effective communication, raises cultural awareness and develops skills. Therefore, it is essential to introduce bilingual education early on at school. Speaking another language is seen as a sign of more educated and intelligent person, giving greater access to higher-paying jobs while also broadening job opportunities. For a bilingual person, there are more job opportunities, they can change jobs more easily, and often their jobs are higher paid. A study shows that bilinguals have more analytic orientation to language and they do better at school by having higher test scores. In many areas, like retail and sales, knowing another language is an enormous plus, and usually bilinguals are favored by employers. With the spread of online industries, many businesses are becoming global and multicultural which make employers hire multilingual employees to broaden their horizon. Bilinguals can communicate with more costumers making them a greater asset to the company. A report released by New American Economy (NAE) in 2017 showed that over the past five years there has been a growing demand for bilingual employees. While in 2010 around 240 000 job postings targeted bilinguals, the number grew up to 630 000 by 2015. As it turned out in the same report, the fastest growth in bilingual listings from 2010 to 2015 was for so-called high prestige jobs, a category including financial managers, editors, and industrial engineers. (https://www.newamericaneconomy.org/wp-content/uploads/2017/03/NAE_Bilingual_V9.pdf) Bilinguals definitely have advantages on the job market and they can often communicate with their employers and customers better than monolinguals. Don’t waste time! Our writers will create an original "Multilingualism is the phenomenon of speaking" essay for you Create order Bilingual education allows to communicate more effectively, widely, and makes people more creative. Language is strongly connected with thoughts, meaning that bilinguals have divergent thinking and higher verbal intelligence. A study between Nigerian and Welsh monolinguals and bilinguals found that the latter were significantly better in the verbal creativity tests (Okoh, N. (1980)). Not only makes bilingual education kids more creative in language use but it gives them another personality. Almost all multilinguals agree that speaking another language gives you a new personality and often a new way of seeing life and problems. There are not a lot of studies have made to find out how and why do we change when we speak another language. Susan Ervin-Tripp conducted a survey where she gave Japanese-American women sentences to complete and the endings were very different in different languages. To the sentence When my wishes conflict with my family, a womans Japanese response was ..its a time of great unhappiness while she finished the same sentence in English I do what I want. Speaking more than one language, gives you parts of that languages culture, ethics and believes. It is unexplainable why do we change the endings of our sentences in different languages or why do we turn a little bit more passionate and energetic while speaking Spanish butn remain silent and restrained while speaking Japanese but almost every multilingual agrees that they have as many personalities as many languages they speak. Speaking another language also expands your communication circle and allows to talk with more people from different cultures. Communicating directly with different cultures helps bilinguals to communicate more freely, develop their thinking and creativity but also accept cultural differences. Bilinguals are more aware of cultural differences and have higher social and emotional skills. Metacultural awarenessunderstanding of the distinctiveness of cultures, and diversity towards cultural diversity, is very important and it is highly essential to be tolerant towards other cultures, their traditions, and beliefs. With higher cultural awareness amongst bilinguals, they have more knowledge, understand feelings and behavior better, and are more tolerant towards others. Comfort with diversity and different cultures is becoming more and more important in the world and we should do everything to raise the next generation to be more tolerant and culturally aware. Bilingualism has a significant positive effect on childrens linguistic, cognitive and educational development. Speaking two or more languages is associated with increased abilities to concentrate, solve problems, and focus. Therefore, bilingualism changes the mindset and brain activity. Being multilingual is also associated with better mental flexibility and attention skills since they need to constantly pay attention when to speak what language. The study amongst group of monolingual and bilingual 10-year old children from six Montreal French schools were administered verbal and nonverbal intelligence tests showed that bilinguals performed better and they seemed to have better mental flexibility and diversified set of mental abilities. Also, they performed better at school. https://psycnet.apa.org.eres.library.manoa.hawaii.edu/fulltext/2011-17952-001.pdf Considering all the advantages mentioned above, America should advance its bilingual education programs and introduce it more actively in the elementary school. The author of Teach Knowledge, Not Mental Skills brought out how he heard a Lebanese man complaining that the average high school graduate in his homeland can speak fluently in Arabic, French, and English while Americans are mostly monolingual and that is seen as a negative sign amongst foreigners. Multilingualism is highly advanced in Europe and in most parts of Asia, but United States is largely monolingual. The European Commission survey in 2006 shows that only about 15-20 percent of Americans consider themselves bilingual, compared to 56 percent of Europeans. The Arabic professor Mahmoud Al-Batal said that the inability to speak a foreign language makes it difficult for Americans to compete globally on a linguistic and cultural level. It would be very beneficial for America to advance the bilingual education system and he lp young children get better social and cognitive skills and therefore prepare them for future helping them. Bilingualism shapes minds for lifetime and gives many advantages, including more job opportunities, cultural and communicational benefits, and developed skills. America should approach to multilingualism as a good tool that helps to develop its country and people.

The Childhood Of Jesus And The Purple Hibiscus - 2112 Words

The Childhood of Jesus and The Purple Hibiscus are two completely different novels that, I found no correlation between on the surface level. It wasn’t until I did more research and took a look at each author’s background that I was able to find common themes used in each story to leave the reader questioning the purpose of each book, to leave the reader questioning the purpose of the ways of life. Referring back to the common theme of â€Å"Innocence† and Blake’s use of children to express innocence, we may begin to conjure up ideas as to why Coetzee chose to present the character, David as a child and why there are several loose ends to the story. We are provoked by the title, The Childhood of Jesus to explore the many possibilities as to how this book works as an allegory and the parallelism between Jesus and David. In the Childhood of Jesus, the â€Å"Third Brother Story† serves a function in the novel: David strongly identifies with the third brother and wishes to become a life saver, which points out his correlation with Jesus more directly. Also at this point, we come across the component of story-telling, which has been a common theme among our novels and shows the importance of it in Literature. Simà ³n arrives in a strange, new place and has to adapt to the people around him and the way they live. This world has some utopian characteristics such as: flats and buses and courses at the Institute. Simà ³n’s coworkers at the wharf are content with their labor and the way theyShow MoreRelatedReligion Is A Way Of Life Essay2254 Words   |  10 Pagesvalues of a society is seen to have been developed from the commandments of its most practised religion. For example in the UK the norms and values of â€Å"hospitality and kindness† can be described to have being developed from the biblical teachings of Jesus Christ in Mark 12:31 which say â€Å"Love your neighbour as yourself†. Although, in the contemporary UK, the 2011 census showed that 32.84% of its population can potentially argue about themselves not being religious but it can be counter-argued that they

Economic Performance United Kingdom

Question: Discuss about the case study Economic Performance for United Kingdom. Answer: Introduction The United Kingdom is a developed economy which is selected for this report. In 2014, UKs GDP had 4.82 % share in the world GDP with 2988.89 USD billion (Trading Economics, 2015). The most significant aspect in this context is that there is excellent environment for doing business in the UK and London is center of the business activities. Service industry plays a significant role in the UK economy contributing to the 78% of overall GDP, which includes banking services, software services, and health care services. UK has good business environment as it has well defined business law, good control on corruption, efficient regulatory bodies. Government policies are favorable for doing business effectively. The country has recorded 2.8 GDP growth rate in the year 2014 that was highest among the G8 economics (Trading Economics, 2016). Analysis of Production Output Performance The term real growth domestic product is a measurement of the total value of the economic output. It reflects the value of total good and service that is produced by a county over a period of time (Giudice, et al., 2012). The below table show the real DGP growth rate of the UK: Year 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 GDP in % 2.8 3.0 3.1 -0.3 -4.3 1.19 1.6 0.7 1.7 2.85 [Source: Trading Economics, 2015] [Source: BBC News, 2015] From the above table and graph, it is analyzed that UKs real GDP growth rate remained in fluctuation in the last decade. In the starting of the decade, GDP was growing well but in 2008 due to world crisis or recession, it was affected badly and turned towards negative zone. In the same manner, the real GDP per capita refers to measurement of GDP according to average per person in the country (Gilmartin, et al. 2013). The below graph depicts the GDP per capita for United Kingdom for 2006 to 2014. [Source: Trading Economics, 2016] GDP growth rate plays a significant role in measuring the economic performance of a country. GDP shows the value of all the final goods and services produced during the over a period of time. In the UK economic, there is a important role of real GDP growth in country economic performance. The result of the GDP growth is seen in the percentage change that also shows how to increase and decrease a country economy (Martin et al., 2016). It also represents the summary of the various governments policies and projects with including surplus and deficit of the government. Generally, when a country performs better that time its growth rate in the graph go to up and in the opposite of this, in the situation of bad perform its growth rate in the graph shift to down. Along with this, the income of the person is also important in the measuring the economic performance. GDP per capita depicts the relationship between the life standard and extend of economic development in the country (Gilpin, 201 6). The trend rate of the economy refers to the average sustainable performance of the economy over a period of time. The sustainable performance involves all the significant factors such as inflation rate, per person capita, unemployment rate, interest rate, industrial policy and fiscal policy and GDP growth rate of the country. In the last decade, UK GDP was sustainable at great extent, but due to the 2008 economic crisis, it was affected and shifted to down. Further this, in the year 2010, it has coughed the speed again. During this, the average GDP growth rate of UK was remained approximately 2% (BBC News, 2015). The UK economy growth was less compared to other developed countries due to the demand of the goods declined continuously. Along with this, the slow growth rate real estate industry has also some impact on this (Ayres and Voudouris, 2014). In the last decade 2005 to 2014, the United Kingdom did not have good production output performance. In order to achieve high performance, UK government has taken significant actions for achieving determined targets. The government policies supported for business activities in the country and provided possible help to the new businesses. The government has increased provision amount for research and development activities to improve the technology in the industries (Martin et al., 2016). Finance ministry has also taken effective actions through reducing interest and taxation rates. Share Option Scheme is being implemented for creating a good relationship between companies and their employees (Gilpin, 2016). The UK government is also considering the free economic working environment and providing flexibility to new start up. Labor Market Analysis Unemployment Trends: On the basis of unemployment rates, the unemployment trends of UK are as follow: (Source: Statista, 2016) From the above graph, it can be said that in the UK, the unemployment rate has increased from the year 2008 to 2012. In the year 2005, the unemployment rate was 4.8%, which also was the lowest in recent years. It is because, in these years, the companies provide employment for the local people, which was one of the main reasons of the low unemployment rate in the year. But, at the same time, unemployment trend line increased more in 2011 by 8.1% due to the period of recession and lower productivity by the companies. On the other hand, in the year 2012, the jobless people were 2.52 million, which were also maintained the higher unemployment rate in the UK in the year 2012 (Statista, 2016). But, due to intervention of government and jobs provided by the governmental bodies, there is a fall in the unemployment rates in the year 2013-14, which is a good sign of economic development. Unemployment and Its Types In general, unemployment is a situation in which an individual is able to work and also willing work but, is not getting the work. According to Banerji, Saksonovs and Lin (2014), in the country, the unemployment refers to the unemployment rate that is defined as the number of unemployed as a ratio to the labor force. So, it can be said that unemployment is a situation where the persons, who are able and willing to work may not find jobs or activities in the mean of living. There are different types of unemployment in the country such as frictional unemployment, structural unemployment, technological unemployment, real wage unemployment, voluntary and involuntary unemployment, and cyclical unemployment, etc., which are faced by the governments in their countries (Flemming, 2013). In this, the frictional unemployment is an unemployment that is due to the normal turnover in the labor market. This unemployment is occurred because people, who are between two jobs or changing their jobs from one to another. On the other hand, structural unemployment refers to the unemployment in which the workers lost their jobs due to displace by automation and their skills are no longer productive or in demand. This unemployment situation is also come due to change in the economic situation. At the same time, the cyclical unemployment occurs due to decline in economys total production at the time of recession (Davidson and Matusz, 2010). On the other hand, technological unemployment has occurred when new technology replaces workers with machines. Unemployment Type in UK In the UK economy, the main unemployment type is related to the structural unemployment. It is because due to political instability, the government was enabled to develop better polices for the people as well as companies in order to maintain the effective equilibrium among the demand and supply of labor. It is also analyzed that in last decade, the government of UK also failed to calculate to ensure that the number of people willing to do jobs at the market wage (Rashid and Antonioni, 2015). Along with this, the government also failed to ensure that what number of people the firm wants to higher at the market price or wage. It also increased the unemployment rate in the country by 8.1 percent in the year 2011 (Mclaughlin, 2013). On the other hand, cyclical unemployment is also unemployment type in the UK. It is found that during the recession period of 2008-10, the unemployment level rose to 2.4 million, which also increases the unemployment rate in the country (BBC News, 2016). Measures to Achieve Employment The UK government adopted various measures to achieve full employment. In this, the government implemented Conservatives National Living Wage (NLW), which rebranded the minimum wage, which forces the companies to hire people for the vacant posts. Along with this, to achieve the full employment, the government also using public funds to create jobs, cutting the taxes on jobs and also reforming welfare. These measures help the UK government to achieve the full employment within the country (Cancian, 2016). It is because these measures or ways force the companies to recruit people within the country and contribute in the success of countrys economy in the world. Price Level Analysis Inflation Trends On the basis of inflation rate, the trends in inflation in UK country are as follow: (Source: Inflation.eu, 2016) The above graph of inflation in UK depicts that during the year 2005 to 2014, 1.5% is one of the lowest inflation rate for the decade. In the early, in the year 2005, the inflation trends in the UK has remain low but, after this, due to more spend on the goods and services by the local people, the inflation rate has increased by 3.6 percent in the year 2008. It also positively impacted on the GDP rate of the country and provided the benefits to the country. It is also analyzed that due to large flow of money in the economy, the UK achieved 4.5% of inflation, which also resulted in the currency devaluation (Geithner, 2011). But, after this, the government adopted various measures to control on the inflation rate in the country, which resulted in the reduction of inflationary rate in the country as in the year 2014; the inflation rate has decreased by 1.5%. Inflation and Its Causes In general, the inflation refers to the rise in the price of goods and services. In the situation of inflation, there are too many buyers and too few goods. In this, the scarcity of goods and the presence of many buyers, the price are increased. At the same time, there are many causes of inflation such as less production, artificial scarcity, taxation policies of the government, shortage of food grains, industrial disputes, technical changes, natural calamities, and productive setups, etc. These causes negatively increase the price of products and services as well as fall in the production that give rise to inflation in the country (Siegel, 2014). Causes of Inflation in UK From the analysis of economic situation of UK, it is found that there are various causes of inflation in the country. In this, the lack of control on the money supply is one of the causes that increase the inflation rate in the country. It is because due to lack of money control, banks are enabled to increase their borrowings, which increases the price of products and cause a rise in inflation rate in the country. Along with this, fall in the oil price was one of the main reasons of low inflation in the UK (Belke and Polleit, 2011). In recent years, the fall in the oil price decreased the price of products and services that maintain the low inflation rate in the country. Measures to Achieve Stable Price In order to stable the price, the UK government has adopted different measures such as adoption of monetary, fiscal and open market policies. In this, the use of monetary policy helps the government to increase the interest rate, which helped the firm to decrease the spending power of the people to stable the price of goods and services. At the same time, the use of fiscal policy helped the government to increase the rate of tax on goods and services, which helped in cutting the spending power of people in concern to stable the goods and services prices (Comley, 2015). At the same time, open market activities such as selling bonds and securities helped the government to reduce the flow of money in the economy, which also helped in achieving stable price of goods and services. Conclusion From the above discussion, it can be concluded that in recent years, the UK has the strong economic conditions that supported the government to attract the investors and companies. The country has low inflation and low unemployment rate, which helped the UK to improve the economic conditions after the period of recession. References Ayres, R. and Voudouris, V. (2014). The economic growth enigma: Capital, labour and useful energy?. Energy Policy, 64.16-28. Banerji, A., Saksonovs, S. and Lin, H. H. (2014). Youth Unemployment in Advanced Economies in Europe: Searching for Solutions. USA: International Monetary Fund. BBC News (2015). Business. Retrieved from: https://www.bbc.com/news/business-34646496 BBC News (2016). UK unemployment still at ten-year low, falling by 60,000. Retrieved from https://www.bbc.com/news/business-35594650. Belke, A. and Polleit, T. (2011). Monetary Economics in Globalised Financial Markets. USA: Springer Science Business Media. Cancian, D. (2016). 71% of British businesses say UK government will not achieve full employment in 5 years. Retrieved from https://www.ibtimes.co.uk/71-british-businesses-say-uk-government-will-not-achieve-full-employment-5-years-1543038. Comley, P. (2015). Inflation Matters: Inflationary Wave Theory, its impact on inflation past and present ... and the deflation yet to come. UK: Pete Comley. Davidson, C. and Matusz, S. J. (2010). International Trade with Equilibrium Unemployment. UK: Princeton University Press. Flemming, L. E. (2013). Reading Keys. USA: Cengage Learning. Geithner, T. F. (2011). International Economic and Exchange Rate Policies: Congressional Report. USA: DIANE Publishing. Gilmartin, M., Learmouth, D., Swales, J.K., McGregor, P. and Turner, K., (2013). Regional policy spillovers: The national impact of demand-side policy in an interregional model of the UK economy. Environment and Planning A, 45(4), 814-834. Gilpin, R., (2016). The political economy of international relations. UK: Princeton University Press. Giudice, G., Knzel, R. and Springbett, T. eds. (2012). UK Economy: The Crisis in Perspective. UK: Routledge. Inflation.eu (2016). Historic inflation Great Britain - CPI inflation. Retrieved from https://www.inflation.eu/inflation-rates/great-britain/historic-inflation/cpi-inflation-great-britain.aspx. Martin, R., Pike, A., Tyler, P. and Gardiner, B. (2016). Spatially Rebalancing the UK Economy: Towards a New Policy Model?. Regional Studies, 50(2), 342-357. Mclaughlin, E. (2013). Understanding Unemployment: New Perspectives on Active Labour Market Policies. UK: Routledge. Rashid, M. and Antonioni, P. (2015). Macroeconomics For Dummies-UK. USA: John Wiley Sons. Siegel, B. N. (2014). Money, Banking, and the Economy: A Monetarist View. USA: Academic Press. statista (2016). Unemployment rate in the United Kingdom (UK) from 2000 to 2015. Retrieved from https://www.statista.com/statistics/279898/unemployment-rate-in-the-united-kingdom-uk/. Trading Economics. (2015). Retrieved from: https://www.ifs.org.uk/comms/comm73.pdf Trading Economics. (2016). Retrieved from: https://www.tradingeconomics.com/united-kingdom/gdp-growth

Why I want to be an Army Aviator Essay Example

Why I want to be an Army Aviator Essay Each of us has different aspirations in life. Being responsible and determined are the key roles in being successful in life. They can help us to aim for higher goals. My name is (insert your name here) I wanted to be an Army Aviator and I have all the knowledge and skills for the said position.The different challenges we face in our day-to-day lives help us become who we are today. These experiences give us a glimpse of reality and allowed us to strive hard and become the best that we can be. As a child, I have always believed that I am special. I believe that someday I will be notable for doing something not only for my family but for the benefit of my countrymen. Although I faced so many struggles I maintain my optimism and hard work. I was able to learn backgrounds about aviation and how important the job of an army aviator is. Because of this, I grew up knowing that even if I have a lot of imperfections, I can still hone myself to succeed and be recognized for my skills. I alway s give my best in everything I do. For me, being in this position is essential in the success of y individuality. It will make me overwhelmed because I am trusted with handling not only the aircraft but also the lives of people who I am with. Once given the chance to be in the position I will strive hard and rise above the rest.Being an army aviator is one great privilege that should not be taken for granted. I am motivated to travel the road towards becoming an extraordinary army aviator where I can participate in service and in innovating goals and ideas. I have the right mindset, cognitive ability, perceptual accuracy and speed, personality and the right attitude to be in the position. I love the practice of army aviation and I am blessed with priceless knowledge that will serve as my driving force to continue the journey towards my true calling.

White Collar Crime essays

White Collar Crime essays In our society in America crimes can be separated into two distinct categories, white collar and blue collar crimes. White collar crimes consist of non-violent offenses that perpetuate cheating dishonesty, and corruption. On the other hand, Blue collar crime consists of refers to the visibly apparent form of crime that takes shape in the form of primarily violent offenses sometimes referred to as "street crimes. The treatment of white collar crimes verses blue collar crimes is unethical and there exists a disparity by the nature of the crimes and the social status of the criminal. White collar crime in our society often goes unnoticed in our society due to an apathetic nature toward crimes that do not physically hurt someone. Many people feel that blue collar crime is a larger threat in our society then white collar crime. In regards to white collar crime, Fraud and abuse costs U.S. organizations more than $400 billion annually (www.diogenesllc.com/whitecollarfraudstats.html). This loss is substantially larger then blue collar crime. Many people in this class have committed a white collar crime and probably do not know it; these crimes could range from borrowing computer software that one did not purchase to downloading copyrighted music off of the internet. To many people it is not a crime, but a way around the system. The nature of white collar crime is generally deemed as a nonviolent and can extend to some of the following areas such as: Bank Fraud, Black Mail, Credit Card Fraud, Forgery, Embezzlement, and Tax Evasion (ckfraud.org/whitecollar.html). The manners in which these crimes are committed are usually behind closed doors, with computers or telephones. By using these methods it is not visibly apparent of the damage that these crimes cause. The damage of white collar crimes affect everyone not just the victims. The victims of white collar crimes extend to everyone through higher retail pric...

Effects of the Subsidy Essay Example | Topics and Well Written Essays - 1250 words

Effects of the Subsidy - Essay Example A market without a subsidy will reach equilibrium at the point where the demand curve intersects the pre-tax supply curve. Let’s assume that the price is P and the quantity is Q. The subsidy by the government will shift the supply curve downwards by the subsidy amount. The price paid by the buyers for the homes will fall from P to Ps, that is from $167,000 to $ 159,000 while the one to the suppliers will increase to Ps’ that is from $167,000 to $174,000. The quantity supplied will then increase from Q to Qs. In the graph below, the cost of the subsidy to the government is shown. The graph clearly shows a negative balance which is the cost of the subsidy which is always greater than the benefits enjoyed by the producers and the consumers. The deadweight loss of the subsidy is the amount by which the subsidy costs exceed the gains in the producer and consumer surpluses. The deadweight loss magnitude depends on the subsidy amount as well as the change in the production which results from the subsidy The benefits obtained from the subsidy are usually shared by the producers and the consumers in a proportion which depends on the relative slopes of supply and demand functions. However, the buyers gain more than the suppliers as the subsidy lowers prices to buyers and increases the price to the sellers. Assuming the two firms compete on prices à   la Bertrand with the production function and factor prices remaining the same: qM = L0.6K0.4 ;qK = L0.5 K0.5 ;the wage rate is $5 and the rental rate of capital is $10.

Halliday Functional Grammar Essay Example | Topics and Well Written Essays - 750 words

Halliday Functional Grammar - Essay Example An example would be "otter" and "odder" or "prints" and "prince". (Suber & Thorpe 2001). Linguistic Determinism is a theory of language that contends that all our thoughts are defined by language. Without words to define an idea or object, the mind can have no understanding of it. It was first proposed in 1950 and has remained a controversial subject (Biever 2004). A recent discovery of the numeric system of the Pariah tribe, whose language only contains words for the numbers one and two, is an example of linguistic determinism. A study revealed that they could not tell the difference between 4 objects and 5 objects since they did not have a word for them (Biever 2004). The study seems to support the theory that human languages determine the conclusions that we reach, the concepts we have of our lives, and all our emotional make up. A simplified language that develops when two languages combine is called a pidgin. First contact with English speaking settlers resulted in Native languages combining with the settler's language to form "pidgin English". It is formed as a basic, and usually temporary, means of communication between two distinct cultures. However, if the pidgin is used over the span of generations it develops into a more complex language with a wider vocabulary. It then becomes known as a Creole. The Creole spoken in Louisiana by the Cajuns is an example of the combination between the French and African languages. When the language is spoken of as being "Cajun", it is a dialect of Louisiana Creole. (Pidgins and Creoles 1997). Antonyms Antonyms, are words that have opposite meanings such as "high" and "low" or "good" and "bad". There are 4 types of antonyms. Gradable antonyms are ends of a graduated spectrum that express opposite qualities such as "hot" and "cold". Complementary antonyms are absolute opposites such as "moral" and "immoral". Relational antonyms describe an opposite relationship between two words such as "cop" and "robber" or "take" and "give". An auto-antonym is the same word that has two opposing meanings. "Fast" (move swiftly) and "fast" (to hold firmly) are auto-antonyms as well as "sanction" (to sponsor) and

Marxism Analysis of The Lower Depths Essay Example for Free

Marxism Analysis of The Lower Depths Essay Maxim Gorky’s â€Å"The Lower Depths† shows the struggle between classes. Unquestionably, its focus is on the lowest of the economically low class people being controlled by the bourgeoisie. It is also a representation of how cruel the society could be towards them and how, in turn, the people are affected by the society. Although the play talks of the story of low class people –the vagrant, the gambler, the ex-artist, the ex-aristocrat, the prostitute, and so many others, the thief’s character is the best to display the struggle between the classes. Thieves are likely to be wicked, troublesome, and disobedient. However, the thief in the text projects only the wickedness and troublesomeness but is not really disobedient. He is a bit subservient to the whims of their landlady. Though it is true that there are times when he doesn’t want to follow what the woman says, in the end the woman would always find a way to make him do whatever she likes. For instance, when the landlady wanted the thief to kill her husband, the thief refused. And to bring her plans into reality, she beats Natasha –whom the thief cared about. This made the thief furious and he went to confront the landlady but he incidentally killed her husband instead. Aside from this, the fact that the landlady â€Å"owned† her sister Natasha made the thief adhere to her caprice. He is always protecting his love and is willing to do everything to spare her from the landlord and the landlady’s injustice. The text embodies how the low class people resist the ideology of those in the higher classes. However, because of circumstances they are in, they end up going along with whatever those in higher classes’ demands. The lower economic groups are ignored in this text by those higher than them. The mere title of the play is distasteful. The place where the characters live is created and tagged as the lower depths by no other than the society itself. This just means that the society is also the primary reason for the repression experienced by the people. What the society didn’t realize is that these low class people are in the lower depths because they are deprived of chances to attain their goals and they are put on circumstances that destroy their self-confidence. The system of the ruling class caused the alienation of the low class people, therefore causing them not to be able to live their lives to the fullest. Also, the setting is where the characters tell their stories and debate on whether it is better to live without illusions on ones own capability or to embrace a romanticized view of the world in order to protect oneself from the pain of daily life. In the play, it is the character of Luka who seems to idealize everything in life and the one who demonstrate that philosophy is meant to be used as an instrument to initiate change. Precisely, it was him who played the opposing figure to the rest of the characters. He is an example of an old man whom experiences made wise. He serves as an inspiration to everyone he meets by urging each of them to start a new life. In spite of this, his extreme optimism could also be the same reason why his life failed. And although he amazed the neglected lower class people in the lower depths, his arrival in their lives was too late that their energy and will has already taken from them. No matter how those people try to ascend from the social swamp, they are always shoved back into the depths. For example, when Natasha and the thief were about to begin a new life, destiny surpass them. Natasha was terribly beaten by her sister and when the thief came to confront the landlady, he accidentally killed the landlord. The theme of the play could be about the dominance of the higher class over the lower classes. As one of the play’s characters puts it â€Å"And so for all the others. Locksmiths then bootmakers and other working folk and all the agriculturals and even the gentry they live for the better man! Each thinks es livin fer imself, yet it turns out its fer that better man†. All of them who live in the depths and all the other workers seem to believe that they are living for themselves. What they don’t realize is that they are living to work and feed the bourgeoisie. And aside from this, the fact that the characters came from different field means that the bourgeoisie could control all aspects of the culture. To sum up, the play is a depiction of how the bourgeoisie rule the society. And the fact that the society puts the label to people shows how powerful it could affect other people’s lives.

Sensuality, Sexuality, and Fertility in Kubla Khan Essay -- Samuel Tay

Sensuality, Sexuality, and Fertility in â€Å"Kubla Khan† In â€Å"Kubla Khan,† Coleridge imagines a land where sensuality, sexuality, and fertility abound and share inextricable links. Any threats to the fecundity of the land exist outside of its magnificent walls. Coleridge uses this image of an impenetrable fortress of sexual creativity in considering his own mind, desiring the same productivity in his poetic imagination. By creating this connection, Coleridge finds both a source of inspiration and blurs the lines between the poet and the poem. Coleridge describes Xanadu as a land where pleasure is a virtue, by both direct statement and appealing to the senses. The most direct insight into the luxury of Xanadu is given in Coleridge’s description of the land as a â€Å"pleasure dome† (2, 36). Besides stating it outright, Coleridge emphasizes the hedonistic nature of the land by appealing to the senses. A description of the hills mentions their â€Å"enfolding sunny spots of greenery† (11). These sunny patches both illuminate the vision of flourishing vegetation, while giving a tangible warmth in the same breath. Nearby, a garden is filled with â€Å"many an incense-bearing tree† (9), perfuming the air of the dome. In his consideration of the Abyssinian maid, Coleridge continues his representation of sensual pleasure. Although unable to remember â€Å"her symphony and song† (43), Coleridge knows that any recollection â€Å"to such a deep delight ‘twould win me† (44). This later recollection demonstrates that Coleridge’s vision includes the pleasure of sound, as well as the presence of sights and sounds. Coleridge continues to emphasize the hedonism of this vision, as he purposefully equips the musical maid with a dulcimer. The Oxford... ...nd overflowing with life: the product of sensuality and sexuality. Coleridge emphasizes the interconnection of these elements by weaving them seamlessly into the same lines. In a metaphor in which he consumes the fruit of this flourishing land, Coleridge can internalize the fertility of this land and utilize it for his poetic imagination. Just as Xanadu remains safely distanced from threats against its proliferation, near the end of his poem Coleridge draws a metaphorical line around himself to discourage creative invasions. The supposed history of the poem’s composition lends some irony to this suggestion, as Coleridge claims to have ceased his transcription to answer the door. Works Cited Abrams, M. H, ed. The Norton Anthology of English Literature. New York, NY. Norton and Company, 2000. The Oxford English Dictionary Online. 27 February 2008. Sensuality, Sexuality, and Fertility in Kubla Khan Essay -- Samuel Tay Sensuality, Sexuality, and Fertility in â€Å"Kubla Khan† In â€Å"Kubla Khan,† Coleridge imagines a land where sensuality, sexuality, and fertility abound and share inextricable links. Any threats to the fecundity of the land exist outside of its magnificent walls. Coleridge uses this image of an impenetrable fortress of sexual creativity in considering his own mind, desiring the same productivity in his poetic imagination. By creating this connection, Coleridge finds both a source of inspiration and blurs the lines between the poet and the poem. Coleridge describes Xanadu as a land where pleasure is a virtue, by both direct statement and appealing to the senses. The most direct insight into the luxury of Xanadu is given in Coleridge’s description of the land as a â€Å"pleasure dome† (2, 36). Besides stating it outright, Coleridge emphasizes the hedonistic nature of the land by appealing to the senses. A description of the hills mentions their â€Å"enfolding sunny spots of greenery† (11). These sunny patches both illuminate the vision of flourishing vegetation, while giving a tangible warmth in the same breath. Nearby, a garden is filled with â€Å"many an incense-bearing tree† (9), perfuming the air of the dome. In his consideration of the Abyssinian maid, Coleridge continues his representation of sensual pleasure. Although unable to remember â€Å"her symphony and song† (43), Coleridge knows that any recollection â€Å"to such a deep delight ‘twould win me† (44). This later recollection demonstrates that Coleridge’s vision includes the pleasure of sound, as well as the presence of sights and sounds. Coleridge continues to emphasize the hedonism of this vision, as he purposefully equips the musical maid with a dulcimer. The Oxford... ...nd overflowing with life: the product of sensuality and sexuality. Coleridge emphasizes the interconnection of these elements by weaving them seamlessly into the same lines. In a metaphor in which he consumes the fruit of this flourishing land, Coleridge can internalize the fertility of this land and utilize it for his poetic imagination. Just as Xanadu remains safely distanced from threats against its proliferation, near the end of his poem Coleridge draws a metaphorical line around himself to discourage creative invasions. The supposed history of the poem’s composition lends some irony to this suggestion, as Coleridge claims to have ceased his transcription to answer the door. Works Cited Abrams, M. H, ed. The Norton Anthology of English Literature. New York, NY. Norton and Company, 2000. The Oxford English Dictionary Online. 27 February 2008.

Tv Advertising vs Online Advertising

COVENTRY UNIVERSITY DISSERTATION TELEVISION VS ONLINE ADVERTISING: THE CONSUMER PERSPECTIVE PREPARED BY: AMBIKA KHANNA STUDENT ID: 3500576 MA MARKETING & ADVERTISING 1/12/2012 ABSTRACT THIS DOCUMENT STUDIES THE CONSUMERS PREFRENCE OF TELEVISION AND INTERNET AS ADVERTISING MEDIA. IT THROUGH QUALITATIVE AND QUANTITATIVE METHODS OF RESEARCH TRIES GAIN INSIGHTS INTO THE CONSUMERS PERCEPTION OF CURRENT TRENDS IN TELEVISION 7 INTERNET ADVERTISING. THESTUDY USES GROUNDED THEORY AND PRIMARY RESEARCH TO ESTABLISH THE POSSIBLE REASONS FOR PREFERENCE OF ONE ADVERTISING MEDIAOVER ANOTHER.THE STUDY CONCLUDES THAT TELEVISION IS STILL THE MORE POPULAR MEDIA WITH THE CONSUMERS AS IT IS CONSIDERED TO BE MORE ENTERTAINING WHEREAS INTERNET AS A MEDIUM IS HIGHLY RELIED ON WHEN IT COMES TO INFORMATION AND INSTANT ACESS TO PRODUCTS AND OFFERS. 1 3500576 DISSERTATION-MA ADVERTISING &MARKETING TABLE OF CONTENTS CHAPTER PAGE NO. ABSTARCT 1 ACKNOWLEDGEMENT 3 INTRODUCTION 5 LITERATURE REVIEW 8 PROPOSITIONS TO BE STUDIED 26 METHODOLOGY 27 DATA ANALYSIS 37 DICUSSION 51 CONCLUSION 52 SCOPE FOR FURTHER RESEARCH 53 REFERENCES 53 APPENDIX 58 2 3500576DISSERTATION-MA ADVERTISING &MARKETING ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to my supervisor and my guiding light during the course of this research project Miss Sarah Hydes, who was there with me at every step guiding me and helping me with any hurdles that I faced while conducting the research. Her constructive criticism were taken into account and helped create a more accurate report. I would like to thank my family & friends who were there for me selflessly. Most of all I would like to thank God for his grace and kindness. 3500576 DISSERTATION-MA ADVERTISING &MARKETING 1. INTRODUCTION 1. 1 BACKGROUND Advertising has long been a part of most integrated marketing communication plans, most advertisers have concentrated on television media, having the highest reach. But with the onset of the recession the focus of adverti sers has shifted from tr aditional media to online media (Kirchhoff, 2009). According to Waterman et al (2009) â€Å"Internet advertising remains small, but is growing even more quickly than multichannel television advertising. With the wide reach and easy access to the internet as a media and the various paid product reviews available on the internet (Kirchoff,2009), it has become important for advertisers to understand what drives the consumer to pay attention to one media more than the other, and the factors which affect recall. Is it just based on needs or does the trust generated by an advertisement affect consumer perception of the product or the brand? Advertising today is based on what the consumer needs, the advertisers then make an effort to convert the need into a „want? y the means of an advertisement which allows them to retain the consumer and generate a certain level of recall and brand value. The advertisers do this by trying to understand the consumer? s need s and their goals. They make the consumers feel they can achieve their goals by using the product by portraying the product in such a way which is reflective of the target consumer? s perception of desired self (Schiffman and Kanuk, 2007, pg 87). The fact that consumers have a choice, even in terms of the advertising they want to be exposed to, has to be taken seriously by researchers.Therefore the medium which is used to reach to the audience and its effectiveness in terms of the trust of the consumer in the medium and the recall it generates is of immense importance (Schiffman and Kanuk, 2007, pg 13). Ducoffe (1996) suggests that most exposures to advertisements are made when the consumer is not actually shopping for the products, thus they are a waste. Therefore the advertisers now focus on the interactive element of advertising which gives them the scope to get the consumer to revert back to the company and 4 3500576 DISSERTATION-MA ADVERTISING &MARKETING uild a long term relati onship with them. With the growth of internet advertising the advertisers have more opportunities to reach out to the consumers and get them involved (Evans, 2009). This study is aimed at consumers who are well exposed to the television and internet as advertising media. This study has been undertaken to understand the factors which motivate people to pay attention to the various types of advertisement in a particular media. The study looks to understand the consumer? s take on which media works for them better in terms of recall and trust.Wang et al (2002) suggest that it is important to understand that the consumer is not passive and evaluates their need satisfaction before purchasing a product, thus advertising needs to ensure that it should not only be able to gain the consumers attention but also gain their trust in order to convert the curiosity about a product or service into a successful enquiry for the product. Neilsons Online Global Survey (2009) shows that people trust te levision advertisements more as compared to online banner advertisements, although the degree of trust in online reviews is much higher than that of trust in television advertisements.The survey suggests that all over the world 61% people trust television advertising, whereas in Europe 49% completely or somewhat trust television advertising. The Global average for trust in online media is 41% whereas the trust in Europe is 36%. Stone (1999) suggests that internet allows not only two way communications but also scope for a commercial transaction; therefore it is easier to convert advertisements into business transactions online, thus increasing value to customers who would otherwise place their orders on the phone or visit a store.The Neilsons online consumer survey (2009) suggests that two thirds of the global consumer thinks that advertising allows the consumers to make more informed choices. The survey also suggests that the highest trusted form paid advertising is signed up e-mai ls followed by brand sponsorships. Consumer trust is often subjective based on familiarity with the brand and the medium and the security of the consumer, apart from the perceived risk. (Ha , 2004). It is thus important to understand how these factors lead a consumer to perceive the relevance of a particular medium particularly internet.Another important factor is the value of the information passed on to the consumer as it is one of the main functions of advertis ing 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING (Kotler et al 2009). The relevance and the accuracy of the content contribute to the trustworthiness of an online advertiser. (Abels et al, 1999). The way the content is presented also often aids recall. The consumers? find advertisements with comic content easier to recall in both television and online advertising, although the television advertisements are more engaging than online advertisements based on comic element, emotion and the informational content. The Neilso n online consumer survey,2009). This study has been conducted based on a combination of secondary and primary research. The secondary research has been used to understand the already existing data and expert opinions of the researchers related to online and television advertising in order to build a foundation for the research. Further a survey and In depth Interviews have also been conducted to understand the following: Which media is preferred better by the consumer? Which types of online advertisements are more popular? Is online advertising more specific and informative?Does television advertising motivate the consumer to buy the product? What are the tangibles that a consumer notices about a television advertisement? What factors aid recall in both Television and Online Advertising? The data has been collected and systematically analyzed, based on which conclusions have been drawn. The study also has some limitations and managerial implications which have been discussed later. 1. 2 AIM The study aims to understand the consumer perception of the current television and online advertising. It aims to understand which form of advertising do consumers prefer 6 3500576 DISSERTATION-MA ADVERTISING &MARKETING nd also establish the reasons as to why consumers prefer one form of advertising over the other. 1. 3 OBJECTIVES OF THE STUDY The objectives for the study are as follows: To understand consumer preference between Television advertising and Online advertising. To establish grounds based on which consumers may prefer one form of advertising over the other. To understand the factors which enhance consumer recall and trust in Television and Internet 2. LITERATURE REVIEW In order to understand how consumers perceive advertising on television and on the internet, it is important to understand how consumers perceive advertising in the first place.The literature review forms in this study forms the basis for conducting primary research. The work of various authors h as been studied, reviewed and analysed in order to gain insights on what have been the trends of consumers till now relating to television advertising and internet advertising. The literature review also studies the scope in television and online advertising. 2. 1 CONSUMER PRECEPTION OF ADVERTISING Advertising by definition is a structured and composed, non personal form of communication of information. Most advertising we see, in most mass medi a is consumer oriented.The focus of all of it is to drive the end consumer to purchase the product or service (Arens, 2006). Literature suggests that advertising is not necessarily seen with keen interest, unless what is being advertised is of value to the consumer. Whether its television watching or 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING internet browsing, there are multiple activities carried out by the consumers, especially in order to avoid the commercial breaks and in case of the internet, consumers have the free choice to clo se the advert all together or to skip it (Blunden & Blunden 1996; Schiffman and Kanuk, 2007).It is important to track consumer attitudes towards advertising due the cumulative effect the consumer attitude can have on the exposure, attention and reaction that consumers have towards any particular advertisement. (Alwitt & Prabhakar, 1999) Blunden & Blunden (1996) in their book advertising in a multimedia age mention that with the advent of globalization, the new media particularly internet provides a platform for advertisers to send out a globally uniform message across various cultures without many extra costs. Key roles of Advertising to the consumerInformation Entertainment Every day culture Figure 1 According to a report of Advertising Standards Authority prepared by Rothwell and Hutchinson (2002) the consumer views advertising to be a part of daily life, in the absence of which life could be dull and boring. According to this report the consumers perceive advertising to have the following roles: Everyday Culture: Advertising today blends into the daily life of people, by creating needs and wants in their minds. Advertising also generates views of how 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING eople want to be seen in the society and forms the basis of self image. This fact mentioned by Rothwell and Hutchinson (2002) is also backed by the theory of Self –Perception (Schiffman and Kanuk, 2007) which states that the consumer observes and makes judgments about their own behavior and choices. In case a decision works in their favor they would attribute the success to themselves and incase it does not they would attribute it to the source. Marketers use the theory of Self Perception using the Attitude towards the ad model of consumer behavior given by Schiffman and Kanuk (2007).The authors state that the consumer forms various feeling and judgments based on the exposure to an advertisement which in turn affect the consumer? s attitude and their perce ption towards a brand based on what it could make them look like or what it would deliver to them. Entertainment: Rothwell and Hutchinson (2002) in their research found out those 2 things which drive consumers towards advertising especially in terms of television advertising is that firstly they are high on entertainment. The consumers today feel that the advertising is very clever and the consumer has to pay attention to get to the message.Another feature which consumers enjoy is humor which seems to make its way into the consumers mind. This theory is relevant for both Television and Internet advertisements which try to work on the emotional appeal. Tony Yeshin (2006) in his book Advertising states that humor when integrated well with the brand messages and imagery with an element of surprise is seen to enhance attention, credibility, recall, evaluation and purchase intention as shown by various researchers. (Weinberger et al, 1995; Cline et al, 2003; Alden, Mukherjee & Hoyer, 200 0).Information: consumers value the information provided by advertising and prefer advertisements which inform them about new products or offers or prices of products rather than just acting as reminders of the brand (Rothwell and Hutchinson, 2002). Tony Yeshin (2007) in his book Advertising talks about the Informational function of advertising and states that the advertising focuses on keeping the customer informed, the information itself could be for a new product to a new user, for an old product to a new user, new uses of an old product etc. 9 3500576 DISSERTATION-MA ADVERTISING &MARKETING ased on the purpose of advertising. According to the Neilson online global survey (2009) on Advertising, by providing information advertising allows consumers to make better choices. Apart from that advertising delivers values such as public service economic opportunities and creating value for customer via competition. It is at the same time important to understand what the consumer perceives of differen t media which advertisers use. According to various authors despite consumer? s opinion of it being intrusive, Television remains the biggest medium for advertising. Kirchhoff, 2009; Tony Yeshin, 2006; Rothwell & Hutchinson, 2002). According to Kirchhoff (2009) in the time of recession where every form of advertising is seeing a downfall, it is only internet advertising that has seen growth. Kirchhoff (2009) in her work also mentions that interactive advertising on platforms such as social networks, gaming, mobiles, online videos and websites holds the key to the future of advertising. Thus it can be said on the understanding of the work of authors mentioned above that consumer attitudes towards advertising are based on their day to day preferences, way of living and culture. . 2 THE GROWTH ONLINE ADVERTISING With the growth of new media the advertising is moving from the push concept of marketing towards the pull concept of marketing (Blunden & Blunden & Blunden & Blun den, 1996). According to Corey (2005) pull strategy is designed to generate endconsumer response. It is used as a tool of trust building, interactive form of communication which leads to the consumer pulling the products through channels. Corey (2005) also states that Pull strategy has often been seen to establish a brand identity and personality, by allowing the consumer to interact with the brand.Blunden & Blunden (1996) suggests that the advertising in the new media, particularly internet focuses on three main elements: 10 3500576 DISSERTATION-MA ADVERTISING &MARKETING Communication: the message should be clear and innovatively represented to gain consumer attention and retain it as well. Information: the information provided should be relevant and easy to understand and should motivate consumer response. Service: there should be sources of instant service available in order to cater to any consumer interaction.The authors (Blunden & Blunden, 1996) mentions in the book â€Å"Adv ertising in a Multi Media Age†, that it is important to deliver the above three elements to the consumer as with the growth in technology the communication is now on a one to one basis. The consumer engages with the message directly due to its constant availability and no space or time constraints. This also works to the advantage of advertisers as they are able to keep a tab on consumer responses and the message can be altered easily and widely sent without compromising on content.The authors suggest that the success of online advertising is based on the level of involvement it is able to generate with the consumer rather than the exposure. With its wide reach and scope for interactivity, online advertising can lead to serious branding activities. Previous researches have shown that consumers find advertising on the internet both informative and entertaining; however the consumer focus remains on the informative element of the advertising (Ducoffe,1996; Diaz et al, 1996; Meht a and Sivadas, 1995). Advertising on the Internet is a great source of income for web based business.And with further growth predicted for internet, it is growing into a global phenomena reducing the cost and increasing the effectiveness of advertising by allowing the marketers to target the consumers who are interested in their products and services and are more likely to act on the advertisements they are exposed to. (Evans, 2009) Online Advertising revenue has increased from 8. 1 billion dollars in 2000 to 21. 2 billion dollars in 2007. Over all Internet advertising has shown a growth of 8. 8% during the same time period. (Interactive Advertising Bureau Press Releases 2000-2007) 11 500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 2 Source: Interactive Advertising Bureau Annual Report and Press Releases, 2000 -2008. Literature (Blunden & Blunden 1996; Zeff & Aronson, 1999) suggests the following advantages of online advertising: 12 3500576 DISSERTATION-MA ADVERTISING &MARKETIN G High degree ofConsume r control Consumers /consumer responses can be easily tracked Effective Targeting Advantages of online advertising Not bound by geographic al limitations Deliverabilt y/High quality entertainme nt Flexibility Figure 3Online advertising first started in the form of promotional emails for discussion groups in the early 1990? s. Over the years what started out as a medium for early adopters, internet by 1998 had turned into an important platform for mass marketing, gaining wide acceptance from audience for advertising on the internet (Zeff & Aronson, 1999). Some popular forms of advertising on the Internet have been explained by Zeff and Aronson (1999) as follows: Websites as advertisements: they were seen as the first kind of Internet advertising, but since they were either too simple (focused on giving out brochure 13 3500576DISSERTATION-MA ADVERTISING &MARKETING like information) or too complicated (technical features and complicated design) they failed initi ally. Since then marketers have come a long way. Today the websites not only act as a mirror to the brand image but also provide the marketer a platform to sell himself to the vast pool of consumers, interact with them and develop a relationship with them based on two way communication and understanding their needs. From being technically complicated the websites today have gone to being innovatively simple. They use humor and contextual information to convert a browser into a buyer.A very good example for this has been cited by Zeff and Aronson (1999) they mention the Cadillac website which allows the consumer to chose the model of the car they want to buy and then from that point onwards, the user can decide on all the options they want in the car from the exterior colour to the interior design. Direct Mails: what started out as email newsletters, discussion lists and sponsorships has evolved into advertisers sending direct mails to their consumers. Direct mailing is a brand build ing exercise which acts as a time to time reminder of the brand and helps gain an insight into changing consumer trends.Although it has been a popular mode of advertising, it has been very often criticized for its Spam status and poor results. ( Zeff & Aronson, 1999) Banners: Banner advertising is a standardized type of online advertising (typically 468 ? 60 pixels in size) that consists of graphic and textual content and contains a link to the advertiser? s Web site (Manchanda et al. 2006). Banners have been one of the mostly spent on form of web advertising. From being static to interactive today banners have evolved which allow the consumer to view videos or even complete transactions without actually leading to the website of the brand.Banners today are more interactive and entertaining. The role of banner advertising has changed from generating website traffic to creating brand recall and providing the customer a good experience. (Zeff 7 Aronson, 1999) 14 3500576 DISSERTATION-M A ADVERTISING &MARKETING According the study on online behavioral advertising (2009) by the Internet Advertising Bureau 50% more people can trust online advertising than five years ago. The study also states that almost 46% people like online advertising and reflect a positive attitude towards it. Figure 4 Source: Internet Advertising Bureau (2009) 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 5 Apart from the traditional forms of online advertising, online advertising today based on elements of interactivity uses more creative and wide spread instruments such as games and social networking websites to cater to the advertising needs of the consumers. Online advertising has gone another notch above by using 3 -D advertising to enhance consumer experience. Using 3-d effects in advertising products has been seen to enhance the consumer experience and increase advertising effectiveness. Debbabi et al, 2010). The study of the literature in this section suggests that internet as a medium has come a long way and the way consumers utilize it is also dynamic. Thus in an age where internet is one of the most popular mass medium it has become important to understand what drives the consumer to notice and trust one form of advertising over another. 2. 3 THE CHANGING SCENARIO OF TELEVISION ADVERTISING Hackley (2010) in his book Advertising and Promotion argues that TV till date remains the most prestigious way of reaching out to an audience of millions.Although it has a wide reach and is capable of creating huge dramatic impact Television advertising can prove to be very expensive. The reason for this can be attributed to the fact that 15 16 3500576 DISSERTATION-MA ADVERTISING &MARKETING commercial programme makers serve the entire UK via the ITV network and the BBC does not carry any advertising on any of its channels. (Hackley, 2010) Arens (2006) in his book Contemporary Advertising states that Television as a medium of advertising is available to advertisers i n two main forms broadcast and cable.Although Television has been used in the past as a strict form of mass media, today it is much more versatile than that. From offering advertising about mass consumption goods to niche advertising, today Television advertising caters to a variety of advertisers needs. The Author is of the opinion that Television apart from delivering creative big ideas also plays a very important role in building brand personality and consequently develops consumer relations with the brand.Today advertisers use it as a leverage tool, where the consumer can identify themselves as prospects by responding to a commercial and interacting further with the brand via other media such as internet or SMS. Kotler et al (2009) in their book Marketing Management back the above theory by mentioning two major strengths of Television advertising, first it can be effective means of demonstrating product attributes and persuasively explaining their corresponding benefits to the c onsumer. Secondly it helps define brand personality with the use of imagery.Hackley (2010) further feels that television as a medium is so powerful that it tends to dominate in a room demanding attention even if the viewers are not necessarily interested. It is the medium which reflects and projects audience fantasies and aspirations and brands use this to promote themselves as accessories to these aspirations. The author further explains that TV as a medium has the power to convey different values across various cultures and has the ability to adapt to the various ways people perceive the information broadcasted on it.TV is seen as a social medium which reaches to the people looking for entertainment, information and ideas about new ways of living and consuming. 17 3500576 DISSERTATION-MA ADVERTISING &MARKETING However television advertising is not without its limitations. Zhao et al (2011) cited authors such as Kent (1993) and Zhao (1997) who in their work mention that the growth of clutter in television advertising has always been of concern to marketers, as it causes great amount of confusion in the mind of the consumer and may even be a negative influence on the overall success of television advertising.Nail (2004) supports this argument by stating that most consumers, even those who believe advertising claims or pay attention to forms of advertising online and offline are keen on signing up for devices and services which allow them to block advertisements. The reasons for this trend have been showcased in the figure below: Figure 6 Source: Nail (2004) Bellman et al (2010) in their study of using interactive banners to reduce television advertisement avoidance stated that the use of interactive banners can re duce the frequency of channel switching by almost 40%, although they did reduce the recall of the viewers.However they also stated in their work that it has become important to retain the consumer at any cost, rather than letting them avoid advertise ments . The Authors are of the opinion, that with the change in time and development of new technologies, Television advertising, which was once seen as an intrusive one way form of communication has turned into an interactive form of communication, allowing sco pe for feedback and further enquiry, via communication channels like the internet and 18 3500576 DISSERTATION-MA ADVERTISING &MARKETING telecommunication.Brian and Margot Blunden & Blunden & Blunden & Blunden (1996) suggest that the two toughest challenges phased by television advertising are: Networked Interactivity: with the internet offering various opportunities of detailed interaction and the growth of niche marketing, television is mostly competing for consumer time which is finite in nature. Internet here gains serious advantage in terms of information retrieval, gaming, transactional activities etc. Interactive Video Networks: with the growth of high quality video channels and online version of television channels, t he way television advertising is perceived has changed a lot.With great audiovisuals of products available on servers, consumer? s choice has become paramount and programming today reflects more and more of the marketplace. Television is growing into a mass medium with something to offer to a niche market at the same time. As the viewers control over his/her viewing increases, advertising is moving towards a more specialized strategy in terms of targeting and even in terms of content. (Blunden & Blunden & Blunden & Blunden, 1996)In this age where Advertising can easily be perceived as intrusive it is important to understand what drives the consumer to trust a certain form of advertising and to understand what draws the consumer? s attention. According to Neilson? s online global survey of advertising (2009) the trust in television advertising since 2007 to 2009 has increased by 2%. Further the trust in Brand sponsorships has increased from 49% in 2007 to 63% in 2009. The survey furt her shows that the trust in all advertising categories online has increased. These are positive signs which show that although there is clutter in the 19 500576 DISSERTATION-MA ADVERTISING &MARKETING advertising world and brands have various claims to make, the trust of the consumer may be shifting from one medium to another but is not lost. This can be further understood by the charts given below which give a clear idea of level of trust in various advertising media. Figure 7 Source: Neilsons Online Global Survey for Advertising (2009) 20 3500576 DISSERTATION-MA ADVERTISING &MARKETING In Neilsons Online Global Survey for Advertising (2009) the elements of humor and emotion are very important for the consumer to be engaged in advertising.According to their survey they found that the consumer engagement in TV adverts was more than the consumer engagement in online video adverts. This is further validated by the chart given below: Figure 8 Source: Neilsons Online Global Survey on Adve rtising (2009) Though television is still the most widely used form of advertising, the way television is used and programmed all over the world has changed a lot. This study intends to understand how consumers are dealing with the interactive element of television advertising and how do they perceive television advertising in today? world. 2. 4 ONLINE VS TELEVISION MEDIA FOR ADVERTISING Traditional media although offer a very wide reach they have a definite schedule and are broadcast at a particular time, the advertisers can not in this case do much to ensure that the consumers they have targeted are exposed to the advertisement. The consumers may often be undertaking more than one activity while viewing television; 21 3500576 DISSERTATION-MA ADVERTISING &MARKETING they may get up for a coffee or switch channels, all these factors of avoidance are out of control of the advertiser. (Evans, 2009)Internet and Online advertising offer a distinct advantage over television in thi s case; they allow the advertiser to track consumer activity and the level of engagement of the consumer in a particular advertisement. (Zeff & Aronson, 1999; Evans, 2009). Further Evans (2009) that since it is easy to track consumer activity online it is also easy to offer advertising related to the activities the consumer is involved in thus creating a link between the two and creating a relationship between the brand, the advertisement and the consumer. A great example of this is the advertising on face book.Based on recent online history and the personal likes and is likes updated by an individual on their profile advertisements are updated on the wall of the individual thus offering what the consumer may be interested in on a platform that the consumer chooses to be exposed to on a frequent basis. Blunden & Blunden (1996) in their book Advertising in the Multimedia Age state that television advertising is bound by textual, visual and acoustic formats in order to convince the consumer that the product being advertised is a way of fulfilling their desires.The consumer in such a case has to go through the entire advertisement to get the message. The linear form of communication makes television advertising strictly a form of push marketing whereas the Internet works on the pull marketing concepts, the advertising on the internet allows the consumer to view the advertisement on a one to one basis and engage with it, allowing the consumer access to it without any limitations of time and space making online advertising more niche in its approach. Nel et al. 1999) suggests that offline business extend their business online to offer support to it just as TV networks are doing so thus keeping their target audience with them. In order to ensure that this consumer market is not lost to advertisers media companies have introduced many cross-platform advertising packages that use both online and offline versions of the media to make the medium more attractive to advertisers. For example, NBC used its cross-platform advertising package for its Winter Olympics program and achieved considerable success (Beard 2002). 2 3500576 DISSERTATION-MA ADVERTISING &MARKETING Although many studies have been conducted about the online advertising and television advertising (Evans, 2009; Forest, 1998; Nail, 2004; Debbabi, 2010; Bellman, 2010) there is not much written about what the consumer thinks of the changes in the advertising media and the changes in the pattern of advertising in both media. Forrest et al (1998) states that â€Å"New theoretical models are emerging to explain the many-to-many communication processes evolving (Hoffman & Novak 1996) from Internet communication.However, theorizing and further research needs to extend beyond the process to the structure of attitudes to Internet advertising, as has been proposed by the current research. † Based on the study of the above mentioned literature it can be said that both television advertising and In ternet Advertising have evolved a lot. Television has gone from being one way communication to adopting a more interactive approa ch of advertising by making online websites a part of their advertisements and moving towards recorded television allowing people to skip commercials altogether.Similarly Internet is also continuously evolving, with new forms of advertising becoming popular; it has become crucial to understand that eventually it is up to the consumer to choose what they want to pay attention to and what they chose to remember. Thus making the consumer the king, with the advantages of both the media, it becomes essential to understand what makes the consumer remember the advertisements in one media better than the other and what kind of advertisements work in which type of media. 2. 5 SCOPE FOR TELEVISION & ON-LINE ADVERTISINGThe advertising scenario is dynamic and is changing rapidly. With the digital media gaining more and more importance the advertising campaigns are cr oss channel. Kirchhoff (2009) in her work states that the internet will have to focus on the new developing platforms for advertising and be creative with it in order to gain the consumers attention and retain it. For a better understanding of the consumer and a wider reach, advertisers have to focus on platforms such as social networking and gaming. 23 3500576 DISSERTATION-MA ADVERTISING &MARKETINGOnline advertising is moving towards behavioral marketing, meaning it is based more and more on the information provided by the consumer on various platforms such as facebook or websites where they are registered. Ingis et al (2009) in their report developed for the Advertising Association of America state that a dvertising today is based on the major following fundamentals: Transparency Data safety and sensitivity Consumer control With the growth in interactivity these three aspects of online advertising need to be considered seriously.Further in television Brennon (2011) in his nuerosci entific study of advertising on television states that advertising on television works at a very deep level. Advertising on television is more about creating emotional associations, telling stories & influencing the way we feel about brands rather than creating awareness alone. The study conducted by Brennon (2011) states that television as a medium is more about engagement and thus affects the emotional part of the brain more than the rational part. Brennon argues that what makes television commercials work is the creativity.The advertisers must focus on the fact that the advertisement should be able to tell the story in an emotionally engaging manner, the most effective tool for which is music. The study states that TV as an advertising medium generates almost 30% higher levels of emotional intensity, engagement and detailed long term memory, all of which are indicators of future brand purchase. It also suggests that internet as a medium of advertising is more effective when appea ling to the rational part of our brain and is more attention in terms of visuals. The study further states that launching a campaign which uses television and nternet advertising in a manner that it compliments each other, tends to increase the level of 24 3500576 DISSERTATION-MA ADVERTISING &MARKETING engagement, but that is order specific, i. e. first the consumer has to be exposed to television advertisements followed by online reminders or engaging activities. In conclusion, it can be said that, based on the thorough study of the literature that the way the consumer perceives any form of advertising or the medium of advertising is not only content based but also depends on the exposure to the medium, personal needs and wants.The use of emotion and information along with clear feedback or response options are the common links in both television and online advertising. Both the media are functioning on the basis of interactivity and the aim of all advertising it seems has become t o get the consumer to revert back the advertising brand. The study ther efore focuses on finding out the motivational factors which lead the consumer to pay attention to a particular advertisement or respond to it.The study also focuses on understanding a deeper understanding of how entertainment and use of emotion aids recal l and trust in advertising in one medium over another by using qualitative methods. Further the study uses quantitative methods in order to understand the general preference of the consumers of television and online advertising. It analyses the trust, valu e and engagement factors which consumers consider important using an online survey. Having understood how consumers react to different media can have various managerial implications for the companies which have been highlighted in the study later on. . PROPOSITIONS TO BE STUDIED Before commencing the primary study, it is important to understand the propositions being investigated. The through study and analys is of the literature in the above section has highlighted that although a lot has been said about consumer attitude towards advertising, the growth of internet as an advertising medium and the dominance of television, there are no studies in particular which take in the consumers perspective about the advertising in both television and internet as media and account for popularity with the consumers.This study aims to find answers to the following propositions: I. To understand which of television advertising & online advertising is more popular with the consumers? 25 3500576 II. DISSERTATION-MA ADVERTISING &MARKETING To understand which features of television advertising & online advertising do consumers enjoy? III. To understand why consumers trust advertising in one medium over another? IV. To understand what motivates recall in one medium over another for the consumers? 4. RESEARCH METHODOLOGY This section examines the methods which have been used to carry out the study.A critica l examination of all the methods used has been undertaken to ensure that they are best suited for this study. Proctor (2000) in his book â€Å"Essential of Market Research† defines market resea rch as the disciplined collection and evaluation of specific data, in order to help suppliers understand their consumers better. (Citing: Chisnall, 1992) 4. 1 SCOPE OF THE STUDY This study has been conducted in order to gain an insight into the consumer understanding and preference of the advertising in Television and online media.Understanding of literature in the previous section suggests that although a lot of research has been conducted in terms of the consumer belief towards a dvertising in different media, there is very limited research available which is indicative of what is the consumer? s evaluation of advertising in the current media and gets the consumer to notice advertising in one medium over another. The study has been conducted in two phases: the exploratory and the des criptive.The study uses a mixed methods approach of marketing research, using quantitative and qualitative research methods in order to understand consumer perspectives on television and online advertising. Johnson et al (2004) in their work state the following advantages of mixed methods approach 26 3500576 DISSERTATION-MA ADVERTISING &MARKETING A mixed method approach allows a larger array of questions to be answered more specifically. The use of quantitative and qualitative methods allows the researcher to validate the data in terms of numbers as well as attributes.A mixed methods approach helps increase generalization of the results and use the numbers to validate insights. Can provide stronger evidence by convergence of both results. Bryman (2006) further states that conducting a mixed methods research can be advantageous as it allows the researcher to clarify the nature of their intentions and accomplishments. The study through comparison of trust and popularity of advertising in television and online media helps gain an insight into what the consumers are willing to pay attention to and whether it has any effect on their purchase decision and overall experience further enhancing recall.The quantitative part of the study allows the consumer motivations and preferences be represented in numbers showing a clearer picture of consumer choices of exposure and the quantitative part of the study is reflective of the causes for the choices. 3. 2 RESEARCH DESIGN Churchill (1979) defines research design as the tool for overall guidance for the collection and analysis of data. Research design is very important as it acts as a very critical link between the theory and data collected (Nachmias & Nachmias, 2008).Bryman and Bell (2007, p. 40) state that the research design is reflective of the priority given to the different dimensions of the research process. The research design for this study can be depicted as follows: 27 3500576 DISSERTATION-MA ADVERTISING &MARKETI NG Research Design Exploratory Face to face Interview (6) Descriptive Online Survey (100) In Depth Interviews (4) Figure 9 The research has been conducted in two stages. The first being the exploratory research where the study tries to establish the grounds for the actual study.This phase uses qualitative tools to probe the consumer in order to gain insight into consumer habbits and perceptions relating to television viewing and internet browsing. The study focuses on the consumer specific aspects of television and online advertising to are the consumers aware about and how much attention they pay to these forms of advertising followed by Descriptive research using Quantitative an d Qualitative research about Television Vs Online advertising – the consumer? s perspective. The descriptive phase deals with representing consumer preferences in numbers.Exploratory research can be defined as the study undertaken to identify new problems without any awareness of the nature of the p roblem or to define characteristics or variable which affect the nature of the problem. The exploratory research is used in order to gain insights in to the general nature of the problem and the relevant factors which need to be considered (Aaker, Kumar and Day, 2001). The study uses exploratory research to understand the consumer dynamics and usage of television and internet as media.The exploratory research aims to understand the consumers? usage of television and internet and their perception of features of television and online advertising that the consumers notice and what they like about television and online 28 3500576 DISSERTATION-MA ADVERTISING &MARKETING advertising in particular. Since the consumer? s perception of the advertising in both media cannot be gauged, this phase of the study uses unstructured face to face interviews in order to conduct the exploratory research. Aaker, Kumar and Day, 2001) The findings from the exploratory research have been used as the premises for the Descriptive research, by using the findings to design the questionnaire and the in depth interviews. The second phase of the research is Conclusive –Descriptive. According to Aaker, Kumar& Day (2001), descriptive research is widely used in market research to describe systematically a phenomenon, attitude towards an issue, service or programme. Glass & Hopkins (1984) in their work state that descriptive research can be both, qualitative and quantitative.It involves gathering data which is descriptive of an event or situation which can further be organized in to data tables and charts which describe the outcomes of data collection. This phase of the study uses both quantitative and qualitative methods of data collection. This phase aims to understand which medium is preferred by most consumers in terms of advertising appeal and experience. In this section the study is designed to gain insights into motivating factors which may lead to an inclination towards advertising in one medium over the other.In order to understand over all preference of the consumer, an online survey has been used and in order to understand the possible motivating factors in depth interviews have been conducted. 3. 3 Data Sources The study has been conducted based on relevant sources both secondary and primary. Secondary data has been used to understand the existing theories and consumer perspectives on advertising in general and advertising in different media. Primary data has been collected in order to highlight which of television or internet advertising is more popular among the consumers of today and why?Secondary Data Secondary data refers to the already existing data which has been collected by persons or agencies for purposes other than solving the problem at hand. (Aaker, Kumar & day, 29 3500576 DISSERTATION-MA ADVERTISING &MARKETING 2001) Aaker, Kumar& Day (2001) list the following benefits of using secondary data as a part of a research a) It forms the basis of p rimary research and helps understand and define the problem. b) Study of secondary data may provide enough information to resolve the problem. ) Study of secondary data helps understand data collection methods and plan the research accordingly. d) It helps define the population and set criteria for data collection. According to Proctor (2000) secondary data can be either internal: produced within an organization based on its day to day operation or external: collected from a wide variety of sources such as journals, books, trade publication etc outside an organizatio n. Books have been used extensively in the study for underlying theories. The theories have then been validated and their application has been studied through various articles.The study uses secondary data from journals which have been accessed via student resource bases such as EBSCO, EMERALD & SAGE. The books in this study have been accessed via the Lanchester Library at Coventry University. Primary Data Primary data refers to the data which has been collected for the first time in order to address a particular problem or to find answers to particular questions; it is usually conducted by market research institutions, educational institutions, government bodies and independent researchers (Curtis, 2008).Primary data helps the researcher actually gain answers to the research questions and move towards finding a solution to the research problem. It helps identify the relationship between existing variables and also if there are any new factors which need to be considered are brought into light. The primary data for the purpose of the study has been collected using an online survey with 100 Coventry university students and 4 in depth Interviews with Coventry university students. 30 3500576DISSERTATION-MA ADVERTISING &MARKETING 3. 4 Data Collection Methods Data collection is an important part of this study as it helps fulfill our objectives of trying to find out consumer preferences of television ad vertising and online advertising. For the purpose of this study both quantitative and qualitative methods of da ta collection have been used. a) Quantitative Data The quantitative data plays an important role in this study, as it helps establish the overall preference of the consumers.Johnson (2004) in their work mention advantages of the quantitative data, these have been listed below: It helps validating existing theories and also allows generalization of results. It helps assess cause and effect relationships better. Quantitative data is relatively easy and less time consuming to collect. It is precise in nature and data analysis is simpler. It is relatively independent of researcher bias. The Quantitative data for this study has been collected using an online survey. A Survey has been most often used to undertake descriptive studies.The Survey has been used as a main tool for data collection in this study as it allows the researcher to examine and explain the differences in choi ces and the relationship with factors that affect consumer choices (Saunders et al, 2007). Curtis (2008) states that the type of survey to be conducted depends on various factors such as the number of respondents required for the survey, time constraints, budget constraints &characteristics of the sample population. 31 3500576 DISSERTATION-MA ADVERTISING &MARKETINGThe survey for the purpose of the study is structured and has been designed online. It has been posted out to a database of 100 Coventry University students via social networking sites namely facebook. Couper (2001) in his review of web based surveys states that with the mass reach of internet and the low cost that it offers, internet has become an easier medium for the researcher to reach out to the samples without being bound by geographical or time limitations. This allows the researcher to gain insights into a wider variety of data and reduce to some extent sampling bias.This statement is also backed by Curtis (2008) w ho states that online surveys are particularly advantageous when sending it out to study internet users and they allow the surveys to be completed quicker and with minimal or sometimes no cost at all. T he survey for this study is a structured close ended survey which has been designed using the internet survey website- www. kwiksurveys. com . The survey aims to understand consumer attitudes towards television and online advertising thus the questions have been designed such that each question offers multiple choices.The survey also uses likert scale in order to understand consumer attitude towards online and television advertising (Proctor, 2001). The survey has been attached in the appendix. b) Qualitative data The study uses qualitative methods of data collection in the exploratory as well as descriptive phase. In the exploratory phase, personal interview has been used in order to gain insight in to consumer? s behavior towards advertising on television and internet. The personal interview has been seen as one of the best methods for in home interviews. Proctor, 2001) for the purpose of the study the personal interview has been conducted at home for 6 different people in their homes. The interviews are brief and friendly and don? t last for more than 20 minutes. The interview has been designed so as to understand what the consumers are watching and what are they actually paying attention to in terms of advertising. The interview guide has been attached in the appendix. The personal interviews use a mix of open and closed ended questions. 32 3500576 DISSERTATION-MA ADVERTISING &MARKETING For the descriptive phase In depth Interviews have been conducted.Webber and Byrd (2010) define In depth interviews as â€Å"a qualitative research method which uses open ended questions to uncover information on a topic and allows interviewees to express their opinion and ideas in their own words. † Despite the fact that the survey does include questions which measur e consumer attitude, it was important to include in depth interview in the study because survey often relies on the assumption that the interviewees have understood the questions as intended and that the survey is capable of capturing the complete reality (Berg, 2009; Esterberg, 2002) however this may not always be true.Thus the study uses In -depth interviewing which acknowledges the subjective approach of the interviewee and gives them scope for addressing the question as per their reality (Webber & Byrd, 2010). Proctor (2001) states the following advantages of in depth interviews ? There is no group pressure, thus the respondent is free to reveal their true feelings. ? The one to one scenario makes the respondent feel important and valued. ? Respondents can be probed at length to reveal their true feelings and under laying motivation. ? Allows greater scope for non verbal feedback.The in depth interview for the purpose of this study has been conducted with 4 samples, each intervi ew lasts for 30 minutes. The interview uses some projective t echniques. Projective techniques can be defined as techniques which help penetrate individual? s defense mechanisms allowing their true emotions to emerge. (Proctor, 2001) For the purpose of this study word association test and sentence completion test have been used. The respondent is given a series of words or incomplete sentences which they have completed based on what comes to their mind when they think of the word or sentence given. Proctor, 2001) 33 3500576 DISSERTATION-MA ADVERTISING &MARKETING The in depth interview has been based on an interview guide which was developed to give a direction to the interviewees. According to Webber and Byrd (2010) an interview guide includes specific questions, topics of interest and ques which can be used in combination thus leaving scope for flexibility of the interviewer. The interview guide helps shape the structure of the interview as per the comfort of the interviewee. The i nterview guide leaves scope for follow up questions and thus making it easier to tap the respondent? s views.The interview guide for the in depth interviews in the study has been attached in the appendix. Furthermore the In depth interviews have been videotaped for the purpose of accuracy in analysis (Webber & Byrd, 2010) with the consent of the respondents, the consent forms for which have been attached in the appendix 3. 5 SAMPLING According to Ross (1978) sampling in educational research is generally conducted to study a part of the population in detail rather than the whole population itself. The information gained from the study of this sample is used to develop generalizations about the population.To sample is to examine a portion of a whole in order to judge the nature of the whole. (Proctor, 2001) The sampling plan used to choose the sample for both the survey and in depth interview is based on the model given by Proctor (2001) Defining the Target population Developing a sam ple frame Selecting a sample design Figure 10 34 Defining the sample size Selecting the sample members 3500576 DISSERTATION-MA ADVERTISING &MARKETING Sample Population: The sample population for this study is students of Coventry University, UK. The population has been defined by Proctor (2001) as the sum total of what is being measured.Sampling method: for the purpose of this study, the Sampling method used is non-probability judgment sampling. Proctor (2001) defines judgment sampling as the sampling based on the purpose. Ross (1978) states that â€Å"The process of judgment, or purposive, sampling is based on the assumption that the researcher is able to select elements which represent a „typical sample? from the appropriate target population. † For the purpose of this study the judgment was based on the usage of internet for over 2 hours. Over 150 respondents were contacted for the purpose of the study of which 100 responses were successfully received and evaluated.S ample size: the sample size for the online survey is 100. For the exploratory phase a sample size of 6 personal interviews has been used. The sample size for in depth interviews in the descriptive phase is 4. The samples fall in the age group between16-45. The samples belong from different nationalities. For the purpose of this study they have been asked to mention their ethnicity, which can be categorized as Asian, British, African and other. The samples are students pursuing bachelors and masters degree. 3. 6 DATA ANALYSIS TOOLS The data analysis for the study uses tabulation.According to Proctor (2001) tabulation involves laying out data in easy to understand summarized tables. Patterns in the data can be easily identified and are easier to represent in the form of graphs. The data collected from the survey has been converted in to a table using Microsoft excel. The data collected from personal interviews and in depth interviews has been recorded with the due permission of the pa rticipants and transcribed. The data transcribed has been analysed using content analysis and study of semiotics. Content analysis has been used in order to understand common themes which emerge in terms of the consumer? perception of advertising in both the media (Weber, 1990). Semiotics has 35 3500576 DISSERTATION-MA ADVERTISING &MARKETING been used in order to look out for signs and body language during the interviews which are indicative of any sort of attitude or emotion towards advertising in television or online media. These tools however cannot be used as complete proof of the consumers attitude towards the subject, and thus will only be used to highlight the common possible themes and gain insights into possibly existing attitudes. 3. 7 DATA REPRESENTATIONThe results and data interpreted for the study have been represented using tables, graphs and diagrams. 3. 8 LIMITATIONS OF THE STUDY There are no major limitations to the study. The study is a low risk project and has bee n approved by the supervisor. An ethics form stating the same has been attached in the appendix. The limitations for this study can be stated as follows: Because of Judgment sampling, there could have been a sense of bias based on the exposure of the researcher to target population. The researcher may have passed the survey around to a known group of samples belonging to the target population.The in depth interview has been conducted with only 4 participants due to lack of time, thus they may not represent the views of everyone on the whole. Each respondent of the interview has subjective views based on their experience thus they cannot be used as a standard measure to judge the attitude of an entire population. 5. DATA ANALYSIS 5. 1 RESULTS OF THE EXPLORATORY RESEARCH The exploratory research was conducted with six people who were interviewed face to face. During the course of the conversation the suggested the respondents suggested 36 3500576 DISSERTATION-MA ADVERTISING &MARKETING hat being students they usually end up browsing online more than they spend time watching television. One of the respondents said that â€Å"I enjoy watching some advertisements on television in between programmes only if they are funny. † While another said that â€Å"I cannot really sit through commercials, I end up getting up for tea or something. † The results of the exploratory research highlighted the following areas to be focused on for the descriptive phase of the research: The emotional and rational aspects of the advertisemnts need to be understood based on the media.For example one of the respondents said that â€Å"I prefer clicking on an internet advertisement because I am bound to find some relevant information there whereas TV advertisement is just a form of entertainment for me. Online advertisements are easier to avoid but they offer better deals. For example one of the respondents said â€Å"I can simply close an advertisement and carry on, at the same time if it has a great discounts or deal to offer I will have the option to look up the deal and even make the purchase then and there.The focus has to be on understanding the attitude of the respondents towards the advertising in TV and Internet and defining a definite preference for one over the other. 5. 2RESULTS & FINDINGS OF THE ONLINE SURVEY The survey was completed in the duration of 5 weeks starting 20th November 2011 and ending 28th December 2011. The results were extracted from the website www. kwiksurveys. com in the form of a pdf which gives detailed understanding of the overall responses to each question. Further an excel sheet giving an overview of individual responses to each question has been extracted both of which has been attached in the appendix. 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING Based on the online survey, the study found that most of the students who filled in the survey were Asian followed by equal number of Africans and British. Most stude nts were in their 20? s. 7. 22 % 7. 22 % 80. 41 % 5. 15% Asian African British Other Figure 11 Based on the data collected it can be said that over all students spend more time browsing on the internet these days rather than watching television. Most students watch television for 0-2 hours. The comparison of time spent watching television in day to time spent browsing online is depicted in the figure below: 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING Time spent watching tv vs browsing online 100 78. 35 27. 27 80 2. 06 60 6. 19 13. 4 40 0-2 hrs 22. 22 29. 29 2-4 hrs 4-6 hrs 21. 21 20 more than 6 hrs 0 Time spent watching TV Time spent Browing Internet Figure 12 60% of the sample who took the survey said that they skipped advertisements shown on television. Despite the high number of people skipping advertisements, the advertisements which people found most appealing were humorous ones; in second place were the ones which offered deals & discounts followed by the ad vertisements using emotional appeals. of people who skip Tv advverts 38. 78 yes 61. 22 Figure 13 39 no 3500576 DISSERTATION-MA ADVERTISING &MARKETING Type of Television advertisement found appealing 100 80 61. 62 60 40 16. 16 20 11. 11 10. 1 1. 01 0 Tv Ad Appeals Humorous Deals Emotional Social messages Ads for websites Figure 14 61. 62% of the people said that they found humorous advertisements easier to remember. Further they said that 16. 16% people remembered advertisements which offer deals and discounts.Cline & Kellaris (2007) concluded in their work that when humor is well related to the message of the advertisement not only aids brand recall but also increases consumer? s ad recall.